Nalu Bio Rebranding Project

Background

This project was created while working with Caitlyn Krebs the CEO of Nalu Bio while in the advanced graphic design course at UIC. The purpose of the project was to create a branding package for Nalu Bio, a young biotechnology company founded in 2019. What makes Nalu Bio special is their organic synthesis process, that creates ultra pure cannabinoids, which hopefully will open the door to their wider use in health and wellness.

Disclaimer: This project was completed as student work, and the content below exclusively represents Benjamin Colvin’s views.

Preparatory Research

I had the opportunity to interview the CEO of Nalu Bio to better understand who Nalu Bio was as a business and how they wanted to position themselves from a branding perspective. Before that I wanted to do as much background research as was possible. I researched Nalu Bio and their competitors, then I conducted a Strengths Weaknesses Opportunities and Threats analysis along with a color analysis of the CBD space.

Logo Design

After the interview I had a clear understanding of how Nalu Bio’s brand could be built. I wrote up a creative brief and then set to work on designing a logo for the rebrand. I started with rough sketching and polished my ideas in Adobe Illustrator.

Although the design of the logo concepts I had come up with was fine, when I reviewed the work I had done I realized it was not communicating the brand’s message. Nalu Bio represents an organic synthesis process, inspired by nature and perfected by science. This innovate technology produces a uniquely safe and reliable product. Ultimately Nalu Bio’s goal is to improve people’s health and wellness. None of the above designs captured these ideas. I threw them out and started from square one.

Branding Guidlines

Once the logo was complete final typography, color and design decisions were made as described in the branding guide below.